Twitter partners with Shopify to offer merchant products on Twitter Shopping

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As part of its ongoing efforts to expand e-commerce, Twitter today announced a new partnership with Shopify. As part of the deal, Twitter will launch a sales channel app that will be available to all US Shopify merchants through the app store. The app allows merchants to connect to the Twitter Purchase Manager, proposed dashboard a social media company where sellers can access product catalog tools and enable other shopping features for their profiles.

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The news follows Twitter’s recent launch of shopping-related features, including this month’s introduction “Drop Items” featureand earlier Twitter launches mobile showcases as well as shopping live. Meanwhile, Shopify reports that orders placed through partner integrations like Twitter quadrupled in the first quarter of 2022.

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Merchants will be able to use the new sales channel app to connect their Twitter account to their Shopify admin and then set up Twitter’s Shopping Manager and other free tools. Twitter is made for “professionals”. This includes Twitter launches new feature called Location Spotlight, which was announced earlier this month, which allows local businesses in the US, Canada, UK and Australia to display information such as their postal address, contact information and hours of operation right on their profile.

Image credits: Twitter/Shopify

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Currently, merchants can activate either Twitter Stores, Store Spotlight, or Location Spotlight. But the company told us it’s working on giving merchants the ability to activate more than one of these features at the same time.

After linking their Shopify and Twitter accounts, merchants can use the new app to sync their product catalogs with Twitter. This saves a lot of time and energy, as previously this inventory had to be entered manually on the Twitter platform. As their Shopify catalog changes, they will also be in sync with Twitter’s Purchase Manager.

One of the earlier users of this feature, @TrixieCosmeticsagreed that this is an improvement.

“The Twitter sales channel makes it faster and easier to meet with our customers, wherever they are. Automatic synchronization will save us so much time, and the sales channel allows me to easily connect the two platforms we already use to sell products and interact with customers,” said Jessica Stevens, Senior Social Media Manager at Trixie Cosmetics. in the ad.

Image credits: Twitter/Shopify

When inventory is synced, sellers can use Twitter Stores as well as Shop in the spotlight features to help customers find their products on the social media platform and make purchases. These transactions will take place on the merchant’s own website. As such, Twitter Shops and Shop Spotlight are also now exiting beta and will be available to all US merchants, Twitter said.

“Reaching potential customers where they are is critical to the success of Shopify merchants,” said Amir Kabbara, Chief Product Officer of Shopify, in a statement. “Twitter is where conversations happen, and the connection between conversations and commerce is vital. Our partnership with Twitter and the launch of the Twitter sales channel will allow merchants to seamlessly bring commerce into the conversations they already have on the platform,” Kabbara added.

Twitter sees potential in bringing more e-commerce brands to Twitter, as these same companies also make up a significant portion of Twitter’s advertiser base. Like a company explained Last year it focused on helping people buy things on Twitter as it also helps advertisers find their customers and keep those relationships going.

Unlike Meta’s e-commerce efforts, where many of the trading takes place within the app using Meta Pay’s own payment system (formerly Facebook Pay), Twitter directs user clicks to brands’ own websites. However, Meta has a more developed e-commerce strategy, where “Shops” has its own tab in the Instagram app. In comparison, Twitter stores are not centralized in this way – they can be found on individual companies’ Twitter profiles.

Twitter also highlighted the potential of e-commerce today, noting that in 2021 there were 6.5 billion tweets about businesses on its platform. Allowing these customers to complete the transaction via Twitter makes sense as a next step.

The company declined to say how many brands were testing the Shopify app before launch, nor did it say how many companies have now adopted Twitter Shops.

The Twitter partnership was one of several product announcements from Shopify today as part of its new biannual Editions demo, where it will continue to share its latest commerce innovations. The company also announced partnerships with other major tech companies Apple and Google for, among other things, Tap to Pay on iPhone and local inventory on Google, respectively.




Credit: techcrunch.com /

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